Rihanna Shows the World What She Trains for in New Puma Spot
This fall, it’s all about training for PUMA as the brand pushes the world to train faster and harder in its new global campaign featuring Rihanna. Created in partnership with J. Walter Thompson New York, “TRAIN FOR PLATINUM” mixes the worlds of sport and fashion, to showcase how training gives Rihanna the energy and body confidence to create a faster, stronger, fiercer version of her self.
The campaign kicks off with Rihanna in a visually arresting and inspiring 30 second television commercial, her first since joining forces with the brand as a creative director earlier this year. Leveraging her own unique approach to training, the spot tells the story behind what motivates and drives her to success. Honing in on the idea that your body tells your training story, images are projected onto Rihanna’s body that illustrate her journey to the top and the obstacles she had to overcome to get there.
PUMA and J. Walter Thompson New York are also launching a dynamic OOH takeover featuring Rihanna and the fastest man to have walked the earth, Usain Bolt. The key visuals, taken by fashion photographer Benjamin Lennox, blend Rihanna’s street and sport style with her love of training and exercise to bring her to new heights of success, while Bolt demonstrates the intricacies of the body movement that go into training for top-level performance and world records (visual attached).
When asked about the work, the campaign’s executive creative directors Florent Imbert and Emmanuel Lalleve said, “With this campaign, J. Walter Thompson New York and Puma wanted to show the motivation behind people’s training and inspire others to define their own motivation. Training for Rihanna is about giving her the energy to live her life and fulfill her dreams, represented by a visual crossroads of the fashion, music and sports worlds. We're proud of how the idea came to life and hope it pushes others to forget the excuses and delve into training to create a better, more powerful version of themselves.”
Also launching is PUMA PACT, a consumer engagement platform created by J. Walter Thompson that provides users with the tools and motivation to train for a better tomorrow. Unlike other fitness platforms and apps, PUMA PACT has a simple ask for users to make a public commitment to train "faster, stronger and fiercer, #NoMatterWhat.” To ensure maximum inclusivity, this initiative is available across multiple platforms including PUMATRAC, PUMA.com and Twitter. Supported by messages and tips from,Usain Bolt and the brand’s other top-tier ambassadors and key influencers, users will receive training insights and learn the advantages of PUMA’s training products.
The overarching campaign,“What Are You Training For?” launches globally with exposure on TV, OOH, and online channels, including high profile placements in New York City’s Soho neighborhood and Herald Square.
Head of TV / Production: Lisa Setten
Account Director: Chris Burgess
Business Director : Greg McConnell
Chief Creative Officer: Adam Kerj
Creative Agency: JWT New York
Creative Director: John Codling, Will Bright
Executive Creative Director: Florent Imbert, Emmanuel Lalleve
Head of Planning: Matt Baker
Planner: Steve Panawek
Producer: Chris Klein
Project Manager: Drazen Kupres
Editor: Stephane Pereira at Cutters
Director: Jean-Marc Demmer
Production Company: Eight VFX
Category: Clothing/fashion , Sports
Genre: Dialogue , People , Storytelling